BodyLove: The Impact of Targeted Radio Educational Entertainment on Health Knowledge, Attitudes and Behavior among African-Americans

Abstract

Health disparities among African-Americans are well documented, especially regarding utilization of health services, including screening. Such disparities lead to poorer chronic disease health outcomes. BodyLove is a radio serial drama that aims to change the health knowledge, attitudes, and behaviors of African-American women over 35 years of age, using the Social Cognitive Theory. Its characters model adherence, or the lack thereof, to behaviors such as screening, exercise, and healthy eating to shape listener outcome and efficacy expectations. From 2004-2007, BodyLove aired in 15 communities in Alabama. A baseline survey was administered before the first broadcast, followed by four waves of survey follow-up to measure longitudinal changes in knowledge of diabetes, hypertension, depression, diet, and exercise. Behavioral change was measured via questions regarding whether listeners practiced healthy physical activity and dietary recommendations, and if they discussed the issues with family and friends. Preliminary data analysis showed that frequent listeners were more likely than seldom listeners (p<0.05) to report that BodyLove influenced them to discuss diabetes, get screened for diabetes and hypertension, start or increase physical activity, and start eating a healthier diet. The largest increases in listeners reporting increased positive behavior occurred between the baseline and second wave of surveys.